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NAB 2014: Roku outguns Apple TV on TV and movie over-the-top use

April 08, 2014

Leading US analyst Parks Associates has revealed survey data showing that more Roku owners than Apple TV owners use an over-the-top (OTT) service.

Specifically, the firm's Streaming CE and Content Purchasing Habits report found that 86% of Roku owners compared to 77% of Apple TV owners use a subscription OTT service of any kind. Three-quarters of Roku owners were found to have used Netflix, while 63% of Apple TV owners use it. However, more Apple TV owners used Amazon Prime Instant Video by a factor of 40% vs. 28%.

The research also found that the amount a household spends on OTT increases with the number of devices, with the connected game console as the initial entry point for OTT video. "Many pay-TV subscribers are also OTT users, but they have to move outside of their provider's service interface to access OTT content," explained Brett Sappington, director, research, Parks Associates. "Pay-TV providers ultimately need to retain access to the viewer, but operator set-top boxes have long been closed to anyone other than the pay-TV provider. Some are considering how they can facilitate the OTT experience without losing connection to the consumer."

From the article, "NAB 2014: Roku outguns Apple TV on TV and movie over-the-top use."

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